Features

Whether you want to boost sales or find more users, Google Analytics features help
you improve your business across your sites and apps.

Data Collection & Management

Data collection and management with Google Analytics provides a single,
comprehensive view of the customer that can be customized to your needs and shared
across the organization.

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Collection APIs

Google Analytics features Javascript libraries, mobile app SDKs (iOS and Android), and an open measurement protocol for comprehensive data collection. The open
measurement protocol can be used to import interaction data from any
internet-connected third-party system (i.e. CRM, point of sale, kiosk, call
center, desktop app, intranet, device, etc.) into Google Analytics.

Tag Management Support

Google Analytics is supported by all leading tag management systems and is
seamlessly integrated into Google Tag Manager and Tag Manager 360.

User access controls in Google Analytics let you choose the
right levels of access for different users of your Google Analytics account.
Let some people manage your entire account, while others can simply view and
analyze. If you’re using the Google Analytics 360 Suite, you can manage these
controls at the Suite level.

Data Analysis, Visualization, and Reporting

Reports can be segmented and filtered to reflect the needs of your business. Access
an array of reporting and analysis tools that help you understand your customers
from acquisition to purchase.

In our tracking libraries you can filter, include, exclude, and modify the
primary data fields collected. For data that has already been collected and
processed, advanced filters on views or segmentation in reports can filter
out unwanted data for analysis, including automated filters for excluding bot
traffic and spam. Custom channel groupings, content groupings, and calculated metrics are available for defining additional views,
metadata, calculations, and reports that closely align with your business.

For even deeper filtering and manipulation, customers can use our
integrations with Google’s Cloud Platform and BigQuery
(Analytics 360 and apps connected to Firebase only).

Funnel Analysis

Google Analytics offers a few tools for insightful funnel analysis on your
sites and apps.

Custom Funnels (Analytics 360 only)
Configure these funnels at any time (not just during implementation) to
customize your funnel analysis to your business.

Multi-Channel Funnels
Visualize and report on the multiple campaign touchpoints that users engage
in across sessions along the path to conversion.

App Event Funnels
Configure visualization of in-app events into logical sequences to better
understand how one action relates to another.

Mobile App Reporting

When it comes to how critically important mobile apps are to today’s
businesses, Google Analytics has you covered. Free and unlimited app event
reporting provides key insights with app-specific metrics like mobile ARPU
and ARPPU, configurable conversion events, and specialized in-app purchase
reporting. Our app reporting also provides cross-network attribution with
third-party postbacks and much more.

Real-Time Reporting

Real-time reporting support is natively available for many
metrics right out of the box. This data is available at scale within seconds
after activity is measured on your site and includes API access for this same
data.

Additionally, audiences created using Google Analytics segments for purposes
like remarketing (on display and search ads) and for
personalization/experimentation (using Optimize or Optimize 360) are
available and processed in real-time.

Segmentation

In addition to built-in segments, over 250 signals including demographic information (in
connection with Google Analytics advertiser features), behavior information,
e-commerce data, marketing data, CRM data, or other external data can be used
to create different types of custom segments at the session or the user
level.

You can create a segment of website visitors or app users and then export
that list to a DoubleClick (Analytics 360 only) or Google product, like
AdWords, where an ad
campaign can be created specifically for those users.

User Flow Reporting

For an aggregate understanding of user flow on a site, Google Analytics
offers flow visualization reporting which allows you to see how
visitors flow through your websites and other channels. Content groupings let you group like pages together to see how
groups of content perform.

For more granular analysis, our user explorer functionality lets you analyze the actions that a
user has taken on your site or app.

Data Activation

Make smarter marketing decisions. Google Analytics allows you to seamlessly
activate your data to improve marketing campaigns and experiment with new channels
and content.

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Audience Demographics

Demographic and interest data provide information about the age
and gender of your users, along with the interests they express in their
online purchasing activities. By creating audience lists using your app data,
you can re-engage with them through remarketing. To take advantage of these
features, users can activate the advertiser features in Google Analytics.

Intelligence and Anomaly Detection

Google Analytics offers automated anomaly detection and proactive alerts in a
number of areas: tracking, configuration, site health, product adoption,
product usage, and product integration anomalies. Our diagnostics tool alerts users to a variety of events or metrics
that are outside an expected range of values.

Beyond basic anomaly detection and our diagnostics tool, we have the
Analytics Assistant. This tool uses statistical methods paired with machine
learning to surface relevant business insights and, over time, customize
which insights are relevant for which user.

Multi-Touch Attribution

Google Analytics provides functionality to analyze the path to conversion across marketing touch points.
This includes a data-driven, algorithmic attribution model that uses a
machine learning methodology to distribute conversion credit across multiple
touchpoints (Analytics 360 only). The model applies credit across touchpoints
from all major digital channels, including display and video impressions.

Predictive Analytics

Google Analytics features capabilities to help you predict things like which
users are most likely to convert. Smart lists tell you which users are the most valuable for you
to re-engage with via remarketing, while Smart goals predicts which on-site user behaviors represent high
quality engagements (e.g. engagements that are likely to lead to a
conversion).